Born Free Foundation 'Double Tap'

Most people don’t realise that when they lovingly pet Lion cubs at petting Zoo’s in countries like South Africa, they are unwittingly funding the Canned Hunting* industry.

This geo-located ad, aimed at tourists traveling to South Africa, highlights the problem by utilizing Instagram’s ‘like’ (heart) functionality.

It simply serves users a picture of lion cub, which when ‘Liked’ activates a shot gun sound and 2 bullet holes which appear in the cubs face in the same position where the users fingers tapped the screen. Our message then appears: ‘It’s our love for them that’s killing them’.

*Canned Hunting businesses breed animals (mostly lion's) for slaughter. When the animal reaches adulthood it is released into a confined, fenced-in area, where hunters pay to kill it.